PART 3 ADVERTISEMENT 1.0 Scope and Coverage 1.1 This part serves as a guideline that applies to advertisements communicated electronically and includes television, radio, online services and audiotext hosting services otherwise referred to as premium rate services. In this part : “Advertisement” means an announcement of a public nature whether for the sale or purchase or provision of goods or services or constituting of an invitation to participate in an activity and conveyed by or through any signage, image or sound disseminated through electronic medium for advertising purposes. “Advertiser” means any person who utilises the electronic medium to advertise their products or services. “Providers of advertisement Content” for this Part includes : (a) Advertisers; (b) Advertising agencies; and (c) Persons who control the dissemination effort. “Consumer" is defined as any person who might be exposed to an advertisement whether as an end user of the product advertised or as a user who is doing business or as a purchaser of the product advertised. 1.2 Responsibility for observing this part primarily falls on advertisers. Others involved in producing and transmitting advertisements such as agencies, online publishers, broadcasters and other advertising service suppliers such as production houses, music composers and designers shall also accept an obligation to abide by this part and the specific guidelines that apply to them. 2.0 Objectives 2.1 The main objective of this part is to ensure continued reliable standards of advertisements through self-regulation in accordance with expectations of consumers and 20